According to a Forrester study , customer centricity helps create a market perception that the company does what is best for customers, not just what is stockholder phone number data best for the company's bottom line. In addition, this way of working is quickly becoming the most important factor in customer loyalty sustainability, which is not insignificant in today's changing business landscape.
Digital transformation continues to be a strong disruptor for financial companies, bringing with it an increasingly urgent need to implement digital business strategies that reflect a significant investment in customers. In other words, these companies must clearly demonstrate how much they value their customers, which in turn represents a clear differential value in a competitive market.
In this respect, financial services companies and the insurance sector stand out in particular, achieving excellent results by prioritising transparency and doing everything in their power to gain the trust of their customers.
Below we outline some practical applications of customer centricity to improve customer experience, as well as increase customer trust and, ultimately, purchase intent.
Combining the human and the digital
There is not a day that goes by when we are not aware of the profound digitalization of the world we live in. Almost every aspect of our daily lives is affected by the latest and rapid technological advances, be it blockchain, artificial intelligence or machine learning.
However, consumers are still looking for a natural and fluid experience when interacting with a brand: they are still looking for the human factor. This means that a customer-centric strategy must integrate both human and digital features, in order to serve users efficiently, but without losing the warmth of human contact.
According to Gartner research , the next two years will see a major advance in the implementation of artificial intelligence technology: 47% of companies will use chatbots in their customer service and 40% will implement virtual assistants.
Still, there will still be a need for customer support agents to be available at all times to resolve more complex issues.
In terms of the more technical aspects, we can expect a “humanization” of digital services, which involves the development of virtual smart assistants with different personalities inspired by the company’s brand. In fact, many banks and credit institutions are already working on projects of this type that incorporate perfectly recognizable voices such as Alexa or Siri, and distinctive procedures specific to the organization for customer service. The Forrester study also points out that these technologies serve to prevent agents from wasting time on the most repetitive tasks that provide little value, and so that they can dedicate their efforts to more important and urgent matters.
